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Research Analysts Now See CIAM as a Mainstream Customer Experience Tool

For the first time ever, top research analysts are now recognizing the business-critical importance of customer identity and access management (CIAM).

The Forrester Research Wave, the Gartner Critical Capabilities report and the KuppingerCole Leadership Compass all evaluated the CIAM market and ranked its largest participants.

Yes, Gigya received the highest scores in the three reports, but that’s beside the point.

The story is that the top research firms have identified CIAM as a core business asset, confirming its importance and cost-effectiveness in prompting customer relationships, improving customer experience and maintaining data privacy and security.

And that goes for both traditional B2C customers and the growing B2B segment.

In my recent webinar, Customer Identity and Access Management Market Overview, I parsed the analysts’ data and focused on three key points:

  • Customer experience – CIAM reduces the friction of customer acquisition, increases conversions and gives consumers control over their data.
  • Privacy and regulatory compliance – A scalable CIAM platform gives companies a substantial advantage in meeting privacy and data storage requirements. This is important no matter where you do business but it will be a key in coming years for transactions in the European Union with the General Data Protection Regulation, within the Russian Federation and in China.
  • Security — Having a complete customer picture in one location – instead of having data scattered across brands and regions – strengthens security and access management. All the right information is stored in a way that gives auditors confidence in your process.

The Forrester, Gartner and KuppingerCole reports give detailed analysis on these points and more, while also rating a long list of vendors including Salesforce, Microsoft, Gigya, Janrain, Ping Identity ForgeRock, Auth0 and LoginRadius.

CIAM is now an imperative for enterprise brands, and our webinar is a good place to begin your evaluation how CIAM solutions can fit your needs.

By Jason Rose

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